Firstly, companies need to ensure there’s a better organisation-wide appreciation of the importance of organic search. 60% of purchases start with a search and business leaders and employees need to understand that the way the company appears in searches is now one of the most important factors in how they’re viewed by the outside world. Your search presence plays a role in everything from brand awareness, your ability to drive sales and develop business partnerships, to the calibre of people you are able to hire.
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
Next, companies need to drive home the message internally that delivering SEO success requires collaboration across the organisation. Not just the SEO team, but everyone needs to be aware of how their role can impact what appears in searches – from web developers, product and category managers, content writers, PRs and marketers, to user experience specialists and customer service and community management. In some cases, you might need to take the practical step of widening employees’ job specifications to incorporate some element of SEO.
What do you predict will be the major trends for search marketing and SEO over the coming year?
One trend I think we’re already seeing is the shift in what we think of as important search sources. People don’t just search on traditional search engines anymore, and the searches they perform on sites as varied as ecommerce marketplaces and stores – Amazon, eBay and Walmart – as well as on Facebook, Pinterest and other social sites, are becoming increasingly important for some companies. So, depending on who you’re targeting, your search strategy will need to include optimising for multiple different search sources.
Another major development over the next few years will surround how SEO will support the emergence of the broader discipline of ‘demand optimisation’. Search data will start to be valued not just for optimising website search performance, but also for its ability to give companies a better all-round understanding of how their customers’ needs are evolving – by analysing the searches they make. Search data can support better decisions in areas such as ‘what features do we need to add to our new product’, ‘what’s the best time to launch it’ and ‘what is our inventory and distribution strategy?’
The forthcoming restrictions surrounding the use of third-party cookies are also going to have a significant and positive impact on SEO. It’s probably going to get much harder to track people’s behaviour and gather demographic data over multiple sites. Search doesn’t rely on this data because we have something better – intent; a stated desire to research something or purchase something.